Basketball

CBS Sports and TNT Sports are not concerned about a potential viewership dip at this year's NCAA men's basketball tournament after last year's lowest-performing championship game and an absence of star…

Kia's arena-naming rights agreement with the Orlando Magic is designed to give the firm a coast-to-coast profile in the US and cement its position in Orlando where it is second only to Toyota for car sales.

The NBA will allow sponsors to make an extra on-court impact this weekend, at the first All-Star Saturday Night line-up to include a full-LED video sports floor made of glass

The National Basketball Association (NBA) has opened up a new sponsorship asset with the signing of financial services company SoFi as title sponsor of its Play-In Tournament

Emirates has announced a global sponsorship deal with the National Basketball Association (NBA) that will see it become the first-ever referee jersey patch sponsor for the league and the title sponsor of the NBA Cup.

TCL’s decision to renew its Global Partner deal with the International Basketball Federation (Fiba) is evidence of basketball’s enduring appeal to Chinese brands.

AEG has consolidated three of its Berlin venues into a single sponsorship deal with ride sharing and fast-food delivery platform Uber, while managing to retain one of the outgoing venue sponsors, Mercedes, in a lower-tier sponsorship role.

TCL, the Chinese consumer appliances firm, has become the latest top-tier Global Partner of the International Basketball Federation (Fiba) to extend its contract to 2027

A jersey patch deal between the NBA’s New York Knicks and the Saudi General Entertainment Authority’s Riyadh Season collapsed shortly before the 2023-24 season, forcing the team’s owner MSG Sports to co…

Sportfive has appointed Chris Russell as director of global sales for its basketball division

Motorola’s sponsorship agreement with Euroleague Basketball is designed to support the brand’s attempts to re-establish itself across Europe.

Team Marketing is to sell sponsorship rights and provide commercial advisory services to the Basketball Champions League (BCL) and Fiba Intercontinental Cup in the agency’s first piece of announced new b…

Euroleague Basketball has added to its Premium Partner tier with the signing of global smartphone manufacturer Motorola in a deal covering both the EuroLeague and EuroCup competitions and is also in talks…

The Indiana Pacers, of the National Basketball Association, have claimed a US major league professional franchise first, with their new jersey sponsor to incorporate a QR code-like patch

Kia, the Korean car manufacturer, has further strengthened its presence in the National Basketball Association, stepping up its involvement with Orlando Magic to take over the naming rights to the franchise's home arena.

The first jersey patch sponsorship between a ‘creator-led’ brand and an NBA franchise did not result in a rights fee uplift, SportBusiness Sponsorship has learnt.

The YMCA of Metro Atlanta has signed as the jersey patch partner to the NBA’s Atlanta Hawks in a purpose-led collaboration between the two entities.

OlyBet has become the latest brand to expand its association with Euroleague Basketball after becoming a premium partner of both the flagship EuroLeague competition and the EuroCup in a contract running unt…